Parent power: Why Mummy blogs are influencing what we buy

We all like to steal style of those whose look we admire. There’s a huge rush for Whistles, Reiss or LK Bennett, just some of Kate Middleton’s favourite shops, whenever she makes a purchase there.

But it seems, along with celebrities and our stylish friends, we’re also heavily influenced by the rise of the Mummy blogs.

According to a new survey, half of women have bought an item based on a blog recommendation and 93 per cent say they use social media to research potential purchases before parting with hard-earned cash.

The research has been carried out by Tots 100, an index of parent blogs, which has more than 4,000 active blogs in its directory, 97 per cent of which are written by mums.

Commenting on the survey, Sally Whittle, founder of Tots100, said: “The results suggest that blogging is becoming an increasingly important source of income for many families, and it’s the perfect time for brands to build relationships with parent bloggers.”

So with that in mind, here’s our pick of the pick – our favourite of the products currently being recommended on so-called Mummy Blogs.

Philips Jamie Oliver Home Cooker £249.99

Reviewed on blogging behemoth Mumsnet, Jamie Oliver’s new Home Cooker has proved popular among some of the harshest critics you can find, busy mums. One mum describes it as “a welcome addition to my kitchen,” adding. “What makes this so great is the stirring mechanism so you can throw some or all of the ingredients in, set the timer, and walk away.”

GTECH Cordless Power Sweeper £69.99

The It’s a Mummy’s Life blog raves about this one. “I have to say right now I can honestly see how the Gtech Power Sweeper is absolutely relevant to me and anyone else who has to endlessly clear up crunched rice cakes, old food and other random detritus that finds its way onto the floor,” it says. “Or, to put it another way, anyone who has small people living in their house with them. And a cat.”

LEGO VW Campervan £80

Whosthemummy calls this “the best lego set ever,” and we have to agree. “Look at this beauty,” says mum and blogger Sally. “Okay, I know it costs £80, which is quite a lot of money, but you do get a lot for your pennies. For starters, there are something like 1,300 bricks and the construction is a fair bit more challenging than the LEGO sets we’ve tried previously.”

3-in-1 Parka by Vertbaudet £35

Themummyblogger has this one among her favourite winter coats for kids. Describing it as “really cute,” she adds: “This parka coat has some cute features that make it a multi functional coat for outdoor play in a variety of weather conditions. I liked the protective zip flap at the neck to stop those horrible draughts that give our little ones nasty chesty coughs and the adjustable waist is handy for when they are wearing those extra layers and don’t want to be restricted with movement.”

So next time, you can’t decide what to buy, perhaps checking out one of the Mummy blogs will help you make up your mind.